面对中国市场的缅甸掸邦旅游产品策划与推广  

Planning and Promotion of Tourism Products of Shan State, Myanmar to Chinese Market

作　　者：焦云宏 李倩[1] 

机构地区：[1]云南旅游职业学院,云南昆明650221

出　　处：《保山学院学报》2017年第1期72-76,共5页JOURNAL OF BAOSHAN UNIVERSITY

基　　金：国家旅游局基金项目"万名旅游英才计划--双师教师培养项目"(项目编号:WMYC20154-1172)

摘　　要：缅甸掸邦拥有丰富多样的自然与人文旅游资源,但由于历史和现实原因,旅游发展程度相比缅甸热点地区和东盟整体水平相对滞后。面对日益发展的中国出境旅游市场,掸邦旅游应当在资源整合、产品设计、国际合作、传播渠道、营销平台和品牌战略等方面进行调整与改进,以自身拥有的资源禀赋和前瞻眼光积极应变,主动调整产品布局和营销策略,成为东盟旅游格局中的一支生力军。Shan State of Myanmar enjoys rich natural and cultural tourism resources, yet its tourism development is lagging behind the overall level of Burma and ASEAN due to historical and present reasons. In the face of the increasing development of China＇s outbound tourism market, the tourism industry of Shan State should be adjusted and improved in the aspects of resource integration, product design, international cooperation, communication channels, marketing platform and brand strategy. It should actively adjust the product distribution and marketing strategy based on its resource endowments so as to become a vita force in the ASEAN tourism industry.

关 键 词：掸邦旅游 中国市场 产品策划 

分 类 号：F590.84[经济管理—旅游管理]